文档介绍：Chapter 6 International marketing strategy
国际市场营销战略
§1 Outline
Ⅰ. What’s strategy?
A strategy is a fundamental duct-market and the company’s distinctive competencies or strengths relative to its competitors.
5. Synergy
Synergy exists when the firm’s business, product-markets, resource deployments and competences complement and reinforce one other.
Synergy enables the total performance of related business to be great than it would otherwise be: the whole becomes greater than the sum of its parts.
Ⅲ. The hierarchy of strategies
1. In most large, multi-product organizations there are three major levels of strategy: corporate strategy, business-level strategy and functional strategy.
2. In small, single-product-line companies, corporate and business-level strategic issues merge.
In different hierarchy there are different content in those five basic dimensions.
Scope
Corporate strategy:
domain
Which business should we be in?
2. Corporate development strategy
Conglomerate diversification (expansion into unrelated business); vertical integration, acquisition and divestiture policies
Business strategy
1. Business domain
Which product-markets should we be in within this business or industry?
2. Business development strategy
Concentric diversification (new products for existing customers or new customers for existing products )
Marketing strategy
Target market definition
Product-line depth and breadth
Branding policies
Product-market development plan
Line extension and product elimination plans
§2 Corporate Strategic Planning 公司战略计划
Ⅰ.Defining the Corporate Mission 定义公司的使命
Mission statements (公司使命说明书)
Good mission statements have three major characteristics.
They focus on a limited number of goals.
Mission statements stress the major policies and values that the company wants to honor.
They define the major competitive scope within which the company will operate.
Ⅱ.Defining the Competitive Scope
Comp